The Newsroom

Checking in with Chief Marketing Officer: Jeroen van der Linden

3 min read

See how our new CMO is approaching the next stage of growth for Candidpro.

John Bergholz
Senior Brand Copywriter, CandidPro

We sat down with Candid's Chief Marketing Officer, Jeroen van der Linden, to learn a little bit more about how his unique background is shaping his role at Candid and what he sees as the exciting future for CandidPro.


How did you get into marketing?

I’ve always thought that marketing was particularly interesting. We get to show people what’s possible and how to achieve the things they want in life. Whether that’s looking a certain way through clothing, improving their health, or feeling a part of the latest trend, we give them the knowledge they need to transform themselves.

While I was in school, I took a role in the fashion industry, where I helped advertise couture shows. After that, I accepted a position with L’Oréal. It was an amazing experience that exposed me to a wide range of products and places. I got to live in London, Brussels, and other beautiful European cities before moving back to Amsterdam, where I was raised.

Then, nearly a decade ago, I came to Philips. Since then, I’ve had the opportunity to play many different marketing roles. Eventually, my work with the Oral Healthcare division was what introduced me to CandidPro.

Why did you choose to come work for CandidPro?

I just love what CandidPro is all about, and it’s something I was interested in for a long time. I met Nick [Greenfield] and other members of the executive team in early 2020 and was really impressed with the product. I was, of course, working at Philips at the time and was drawn to how our two companies could complement each other.

Candid’s team and culture also attracted me. We’re a small, nimble team where everyone has an important role to play. The startup mentality is just so engaging—especially at this stage in our growth. I’m still getting used to how fast things move here, but I’m excited to be a part of it.

What does marketing look like for CandidPro going forward?

I think the most important thing we can do is to meet our providers where they’re at. We already know that there are many dental practitioners out there who are loving our product. Now, we get to elevate those providers by giving them easy ways to recommend CandidPro to their peers. I have a passion for peer-to-peer marketing, especially because it not only helps us grow our business but it also gives our providers opportunities to benefit in tandem with us. We’re exposing these amazing professionals to wider audiences and helping them connect with new patients. I absolutely love those situations where everyone wins.

What makes CandidPro stand out to you in the clear aligner market?

I think we have one of the strongest value propositions in the market right now. Minimal refinements, increased case compatibility, convenient tools to reduce chair time and improve patient experiences—all grounded in a real sense of service. We’re beginning to zero in on a lot of what dental practitioners have been missing from their clear aligner partners and building the right solutions for them.

I’m quite excited about our technology too. We’ve done a great job of connecting the dots between precise manufacturing and effective remote monitoring, and given our providers unprecedented access to those tools. And with all that leading technology, they also get guidance from US-licensed orthodontists and our team to help them make the most of it. With all that dialed in, it becomes really easy to understand why our providers are finding success with our product—we’re giving them more of what they want.

What are you looking forward to seeing from CandidPro in the near future?

I think we’re really getting close to sparking major growth with our providers. We want to foster a community for our providers where they feel like they’re part of something bigger.

We’re also gaining a lot of momentum among professional publications. We’ve had features in the American Dental Association with our Chief Dental Officer, Dr. Brian Gray, and that has been a huge unlock for us in terms of getting attention. There are also several really interesting partnerships on the horizon that I think are going to help us share our product with more providers than ever before.

What do you like to do outside of work?

I’ve been an avid rugby player for many years now. I play with a LGBTQ+ team called the Amsterdam Lowlanders. It’s a casual but competitive league, and we were Tier 2 champions in Europe, which is quite exciting. Outside of rugby, I enjoy a good drink, indulging in “fun” foods like hamburgers and milkshakes, and traveling with my partner.


John Bergholz
John got his start in advertising, developing strategic messaging for a range of industry brands. He also helped launch a premier clear aligner education platform as their first Dean of Curriculum and has written website content for dental practices across the country.

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